Unpacking Selling Out from a Music Fan Perspective

Authenticity generally is associated with sincerity, honesty and integrity attributes. Literature clearly articulates what is authentic or inauthentic. However, the factors that lead consumers to question the authenticity of brands and judge them to have “sold out” remain unexplored. We draw from various bodies of literature including social constructionist theory, authenticity, together with human (celebrity) branding, music discourse and insights from fan literature to unpack the concept of selling out. The notion of selling out can present a significant challenge for marketers. This is particularly pertinent for industries where the word-of-mouth and advocacy of consumers, supporters and fans can make or break a brand. Musicians or bands do not come with a certificate of authenticity; it is a classification or quality attributed to them by their fans. The music industry is an exemplar case where the interests of multiple stakeholders fuel the debate surrounding selling out. This paper poses the questions: how do fans authenticate a musician and judge a musician to have sold out?